Not every shopper completes their holiday purchases early. In fact, according to industry reports, over 30% of consumers make at least part of their holiday shopping during the final week before Christmas. This creates a crucial opportunity for brands to reach buyers who are urgently searching for gifts.
With the right strategy, last-minute ads can deliver strong results despite higher competition and tighter timelines.
Key Strategies for Last-Minute Holiday Advertising
1. Highlight Fast Shipping and Pickup Options
Delivery speed is one of the top concerns for last-minute shoppers. Ads emphasizing same-day delivery, in-store pickup, or guaranteed shipping dates can increase conversion rates by up to 40% compared to generic product ads.
2. Use Urgency and Scarcity Messaging
Last-minute buyers are highly responsive to urgency. Messages like “Order by December 23rd for Christmas Eve pickup” or “Only a few left in stock” drive immediate action. Data shows urgency-driven ads can boost click-through rates by 25–35%.
3. Leverage Retargeting for Warm Audiences
With higher ad costs in December, retargeting becomes essential. Shoppers who have already browsed your products or visited your site are 3–4x more likely to convert when reminded with timely holiday offers.
4. Focus on Mobile-Friendly Ads
More than 75% of last-minute holiday purchases happen on mobile devices. Ensure ads are optimized with vertical formats, short captions, and easy click-to-buy options.
5. Promote Gift Cards
For buyers truly out of time, digital gift cards are the perfect solution. Ads highlighting instant delivery of gift cards can save lost sales at the very last moment.
Measuring Last-Minute Campaign Performance
During such a short window, real-time monitoring is key. Track:
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Conversion rates to ensure ad spend is profitable.
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CTR (Click-Through Rate) to measure urgency appeal.
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ROAS (Return on Ad Spend) to evaluate efficiency.
Quick adjustments in targeting or messaging can make the difference between wasted spend and high-impact results.
Final Thoughts
Last-minute holiday advertising is about speed, urgency, and efficiency. By highlighting fast delivery, using urgency-based messaging, and focusing on mobile and retargeting, businesses can still capture a significant share of late shoppers right before Christmas Eve.
